Navy Marketing and Advertising
Branding Update and Outreach Primer
CAPT Dave Bouve, CNRC N9
National Director of Navy Marketing and Advertising
Topics
 Navy Brand update
 NRC Events vs Diversity Outreach vs CHINFO Outreach
 NRC Diversity Outreach
 SeaPerch
 STEM
2
NRC Branding Status
 Navy’s Brand Positioning Statement:
America’s Navy Is The First and Only Military Force That Protects
America and Supports Freedom Through the Power of Presence
 Navy Brand remains: America’s Navy
 Navy Themeline up until July 2014 was: “A Global Force for
Good”
 Effective at recruiting Millenials and Gen Z; but not liked by many
active duty and veterans
 Now divesting, and replacing promotionals by attrition
 Replacement Themeline?
 Quantitative, qualitative, and focus group research by LCE narrowed
new options to 4, but none resonated with senior Navy leadership
 Expect progress to resume mid 2015
3
NRC Events
Diversity Outreach
“Big Navy”
Outreach
(CHINFO)
(NRC Diversity)
Recruiting Events
(NRC N92)
•
•
•
STEM
Fleet Weeks
Leap Frogs
• STEM
• SeaPerch
• Super 7 Career Fairs
 Nexus between CHINFO and NRC Events
 STEM Displays/Local Recruiter support at Airshows, Fleet Weeks,
Navy Weeks
 Leap Frogs get majority of travel and operating funds from NRC
 Nexus between NRC Events and NRC Diversity
 STEM and SeaPerch exhibitions at underserved schools
 National Level vs Local Level Diversity events
4
NRC Diversity Outreach
CDR David
Arnold Director
of Diversity, 00C
LT Andrea
Fallas
PM
Navy City LCDR Michael
Fourte
Outreach
Officers
New York
Navy City
Outreach NCC McCabe
CPOs
ENS Green
Memphis
LCDR Nikki
Peoples
LCDR Jaye
Jones
Atlanta
Houston
NCC Riley
NCCS Johnson
LCDR Eric Hahn
Los Angeles
NCC Fernandez
CDR Mike
Kerley
Chicago
NCCS Enos
 Mission: Deliver single & consistent message: generate interest in science/math, and promote Navy
awareness – NOT Recruiting due to youth of target audience
 Funding and support from Navy (NRC and N134) & ONR
 Through this strategic outreach program NCO teams have established relationships with schools in New
York, Houston, Atlanta, Chicago, Dallas, Miami, and Los Angeles that were previously inaccessible to Navy
 NCO teams are engaging students and schools in undeserved areas places like Harlem, Bronx, Watts,
Compton, East LA, and South Central LA, Chicago Southside, Decatur, DeKalb, Bankhead, Southwest
Atlanta, etc. All very diverse areas that are underserved and underrepresented.
 Penetrating/developing new territories for recruitment of future sailors, enabling future access.
 To-date (just over 3 years) the team has engaged well over 400 teachers and 4,200 students.
5
SeaPerch
 1Q15 SeaPerch Regional Competition Dates
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February 21st – New York (Manhattan)
February 28th – Miami
March 7th – Houston
March 12th – Dallas
March 14th – Chicago
March 21st – Los Angeles
March 28th – Atlanta
Train Students
(1,000+)
Train Teachers
(50+)
Day Long
Regional
Competition
--------------Teachers
Parents
Students
Community
--------------Winners compete
in National
Competition
STEM
Robotics
Laproscopic
Demo
Occulus Rift
STEM Quiz
STEM for the Classroom
Questions?